Case study /Logistics
Flock Freight
From quiet challenger to $1B unicorn.
Named the pooled-freight category and built the language to claim it. $300M+ revenue, a 619% MQL increase, and $375M+ raised.
My role: VP of Marketing. Reported to the CEO. Owned marketing, PR, and the SDR team, and scaled it from two people to fifteen.
Where they were stuck
Flock had built a category: pooled, optimized less-than-truckload freight at unicorn-scale ambition. The product worked. The pipeline ran on calls, because outbound was the only oxygen. Awareness stalled while the product pulled further ahead of the story built to carry it.
What the market believed
No founder, investor, or shipper could repeat what Flock did in a single sentence. The market filed the company under freight brokerage, one more name in a crowded directory, when it had actually invented a new way to move freight. A category you cannot name is a category you cannot own.
What I changed
Pay down the debt. Build the category.
- Category narrative. Named the pooled-freight category and built the language to claim it.
- Brand and visual system. Complete redesign. New mission, vision, identity, voice.
- Website as lead engine. Rebuilt for inbound, not for show. SEO content. Landing pages. A/B tests.
- Persona and ICP work. Defined who buys, why, and what proof they need to move.
- Acquisition programs. Launched the first paid and organic engines tied to revenue.
- PR and press. Onboarded a PR firm. Earned Wall Street Journal and category-defining coverage.
- CRM and automation. Implemented the marketing tech that turned attention into pipeline.
What happened
$300M+
Company revenue, up from a fraction of that
619%
Increase in MQLs, driving over 30% of revenue, up from under 5%
400%+
Website traffic increase
$375M+
Raised in new outside investments
Unicorn outcome: Flock Freight valued at over $1 billion after the latest funding round.
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